WhatsApp-Creating a Message Template

Overview

WhatsApp regulates when and how you can send messages with your end users. When an incoming WhatsApp message is received to your number, it kicks off a 24-hour WhatsApp "session" or "window" during which you can send free-form (non-templated) messages to the recipient. A WhatsApp session lasts for 24 hours after the  last inbound message you receive from a user.

Outside of that 24 hour window, you may only send a message to a contact following a pre-approved template. WhatsApp requires that a WhatsApp template be used to initiate/start any conversation with a contact that is outside of the 24 hour reply window. 

NOTE: Starting April 1, 2025, we will temporarily pause delivery of all marketing template messages to WhatsApp users who have a United States phone number (a number composed of a +1 dialing code and a US area code). This pause is intended to allow us to focus on building a better consumer experience in the US, which will ultimately lead to improved outcomes for businesses. Attempting to send a template message to a WhatsApp user with a US phone number after this date will result in an error.

Creating a Template

To create a Template, on the left side navigation click "WhatsApp Templates" > "New WhatsApp Template". 

Note: Templates that have been previously created directly within Meta cannot be brought over to Mongoose. Please create any WhatsApp templates within Mongoose directly.

1. Name your Template. 
2. Type your Message (up to 1024 characters).
   1. Insert Variables: Variables help you customize/personalize your message. Variables are indicated by the {{1}}, {{2}} etc...and are placeholders for specific custom information. At this step, inserting variables just identifies where custom information will be pulled in.
   2. Variable Samples: At this step in the process, the variable sample is an example of information that you want to pull in to give Meta an idea of what each variable represents. Variables are similar to Mongoose merge fields and will be defined later when actually using the approved template.  
3. Template Category

Templates must be pre-approved by Meta and fall into 2 categories:

Marketing Template: Marketing templates are the most flexible. They allow you to share informative updates, build relationships, send invitations for contacts to respond or take action. Any conversation that does not qualify as utility is a marketing conversation.

Utility Template: Utility templates are more focused on information after a connection is made. Facilitate a specific agreed-upon request or update to a contact about an ongoing conversation such as updating opt in/out information, sending surveys, account information, or just continuing a WhatsApp conversation. 

4. Recategorize checkbox: This checkbox allows Meta to recategorize your template based on which type (marketing or utility) it fits into best.

Once finished, click Submit

Message Examples: 

Marketing

• Hi [First Name]! This is [User First Name] from [University Name]. We're here to help with any Admissions questions you may have. How can we assist you today?
• Open House is right around the corner! Join us at {{1}} on April 5th to learn more about campus. For more details about our event, click {{2}}.
• Hi [First Name], You didn’t finish your application! Please log into your portal here to pick up where you left off: {{1}}.

Utility

• Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp. 
• Hi [First Name], Just following up on your recent question regarding financial aid. Is there anything else we can assist with?
• Hi [First Name], we are following up on your call with your admissions rep on [Date]. There are a few missing items you need to complete for admissions. Please log into your portal here to continue {{1}} .

Additional Meta Template information

Template Status

Once your template has been submitted, Meta/WhatsApp will begin it's review process. This can take up to 48 hours (usually less). 

Within your list of WhatsApp templates, you will see a status that indicates where in the review process it is.

Template Statuses

• APPROVED — The template has passed template review and been approved. You can now use this template to send outgoing messages.
• PENDING — The template passed category validation and is undergoing template review.
• REJECTED — The template failed category validation or template review. You can request the rejected_reason field on the template to get the reason. 
  • If rejected, you must create a new template and submit 

Note: When composing a message, you will only see "Approved" templates in the list of available options.

Best Practices

• Keep the message short, simple, and direct. Avoid long and complex messages as they can put your recipients off right away.
• Add a human touch by using conversational language. Your recipients should feel valued and appreciated and must be open to the conversation.
• Personalize your messages by addressing the recipient by name and introduce yourself and institution. 
• Provide helpful information and links so that every message has a takeaway in it.
• Test your message templates by sending them to team members internally. Ensure the message functions as it should and optimize to fix any bugs.